Knowledge & Matters

Years ago we needed to come up with a name for a customized software platform we created to help us best manage our operations and financial decisions. With the dozens of projects we were handling simultaneously, from client development to proposals, contracts, communications and budgets, we needed a team-based, virtually accessible repository.

The software design was specialized to the training and professional development industry, including college and university programs. The initial design tapped our expertise in running management and executive programs including work within and alongside universities. It also took an investment in an IT team and IT licensed subscriptions to give it birth and constantly update and maintain it. That was and is the hard part.

The fun part is in the naming of the software. But branding a product or service is serious business. We brainstormed descriptions of the tool, ranging from OneSource (taken), Talent Team, to MyExperts and more. Then we looked at how to play off our company name UNIVentures to strengthen the licensed software product, and vice versa. So we played around with portions of our company name including UN, UNI, UNIV, Ventures and others. Industry words like ‘Learning,’ ‘Talent,’ ‘Training’ and ‘Manager’ were considered. We eventually combined UNIV and Events, and came up with a phonetic word: UNIVents™. Perfect! UNIVents™ by UNIVentures has a ring to it, it’s short, and it plays off our company name.

You can reinforce your company name, your brand, and your reputation as you expand into new products and services. It takes time, strategy and research invested to make a good decision on a name. But what you finally end up with can make a big impact over time. It keeps you in your clients’ mind more frequently. And in this day, with the amount of information each of us receives, helps your clients remember your company and products by making them easy, unique and connected.

P.S. Don’t forget to ‘vet’ your potential names for trademark and other possible infringement. Someone else may be already using your words, and first come, first served. Search on your word(s) in domain name registries such as GoDaddy.com and Network Solutions.com. And most importantly, search your intended name/words with the Trademark offices in your country. In the U.S. you can search at http://www.uspto.gov/trademarks-application-process/search-trademark-database